In early 2007, Warner Bros. announced at the Consumer Electronics Show that it was developing a hybrid disc format that would be playable in both Blu-ray Disc and HD DVD players. The dual format disc, called Total HD, was heralded as solution to customer confusion over the current format war.

Total HD was originally planned to hit the market by the latter half of this year, but according to Video Business, that won’t happen until early 2008. Warner senior VP of marketing management Steve Nickerson wants to assure customers that the state of Total HD is not in jeopardy, and that movies are on the way.